Derek Edmond

9 Questions SEO’s Should Ask In B2B Buyer Persona Development

As marketing technology and information access continues to evolve, B2B buying behavior changes as well. For example, recent research suggests that marketers may want to shift to shorter pieces of content to reel in B2B buyers. DemandGen’s “2017 Content Preferences Survey Report” discovered that 46 percent of...

B2B Lead Generation Requires A Multi-Channel Digital Marketing Approach

I’m excited to announce the launch of our first report developed in coordination with Ascend2: The State of Lead Generation – Benchmarks for the Complex Sale. In this report, we were specifically looking to understand the perspective of B2B marketers who are focused on a...

20+ Benchmarks for Measuring B2B SEO Performance

SEO is a critical component in most B2B marketers’ traffic acquisition initiatives. According to the “2017 State of B2B Digital Marketing” report from DemandWave, 63 percent of B2B marketers surveyed indicated that organic search (and email) topped their lists as the leading channels for...

14 Visualizations Mapping The B2B Buyer Journey

When we begin a conversation with a new client, we discuss how their own prospects typically find them and turn into qualified leads and customers. Our understanding the B2B buyer’s journey, from market realization to vendor selection, becomes critical in developing a successful online marketing program. The…

8 Essential Resources for Competitive Analysis in B2B Online Marketing

Competitive analysis is a crucial component of every SEO program. While we always use some level of competitive review when starting new programs, this analysis is incredibly valuable for ongoing work as well. Competitive analysis helps our teams understand a market, target audiences, and uncover various SEO and online marketing tactics...

4 Actionable Insights from Google Search Console Search Analytics Reports

SEO remains a critical channel for B2B marketers as they shift their focus on a new year’s worth of goals and objectives. As indicated in the recent “2016 State of Pipeline Marketing” report from Bizible, Heinz Marketing, Radius, ReachForce, and Uberflip, SEO ranked 4th amongst tactics...

5 Types of SEO Audits for B2B Organizations

The term “SEO Audit” can be quite nebulous. I’ve seen all types of SEO audits from colleagues and competitors, offering a range of assessments and areas of focus. While some of these SEO audits could certainly be scrutinized, many have been quite thorough and impactful. Of course,...

30+ Statistics Designed To Guide B2B Social Media Marketing Strategy in the New Year

It is that time in the year again. As we head toward the end of 2016, marketing budgets and planning for the new year will begin to take focus. While we realize that successful B2B marketing programs leverage a combination of investments, social media needs...

5 Ways B2B Marketers Can Differentiate Their Brand in Google Search Results

Earlier this month, my colleague Kristen Vaughn wrote about ways B2B marketers can implement top-of-funnel SEO strategies to reach new audiences. Her post details how keyword research and content marketing development can be combined to aid in the buyer discovery process, specifically through improved SEO performance. But what about…

The Secret Ingredient to Effective B2B Content Marketing Performance

KoMarketing has been writing about the value of content marketing for years. It is always reassuring to read when other colleagues in the broader industry share a similar perspective. In CMI/MarketingProf’s latest B2B Content Marketing Report, 89 percent of B2B marketers surveyed indicated that they are currently using content marketing tactics....

5 Ways To Make Social Media A Part of Everyday Marketing Strategy

Social media is not a fad for the B2B marketer. According to a recently covered report from Clutch, 78 percent of enterprises consider social media to be more critical for business success compared to other digital marketing strategies. B2B marketers are increasingly turning to social...

How To Project SEO Content Marketing Goals & Performance

August 2, 2016: Earlier this year I presented a case study on how we grew our digital presence by more than 200%, in terms of total site traffic, over a two year timeframe. Organic search specifically grew more than 500% period over period, with...

How To Measure A B2B Social Media Program

June 2, 2016: A few weeks ago, we covered the “2016 State of B2B Digital Marketing” report from Ascend2 and Marketo. Even though the most significant barrier to B2B digital marketing success relates to inadequate marketing budget, 84 percent of B2B marketers still believe their strategies...

Watch Out For These 5 Misconceptions In Online Marketing Performance Analysis

One of my most important takeaways from this year’s MarTech conference was how technological innovation will drive marketing performance measurement. The ability to measure the effectiveness of marketing tactics will further challenge B2B marketers and differentiate successful organizations. Right now, many B2B marketers are loosely...

15 Key Visualizations & Diagrams From #MarTech 2016

March 31, 2016: Last week we had the good fortune to attend MarTech USA, a two day conference discussing the role technology and innovation play in strategic marketing for organizations large and small. A few key themes arose throughout sessions and conversations during the...

How To Prioritize Your List of SEO Keyword Research

Last year Casie wrote a post on how to generate keyword lists and ideas. The objective was to provide resources and tactics for coming up with as many keyword phrases as possible around a particular topic. Developing a list of good keyword opportunities can be both...

Miss This One Thing & B2B Marketers Will Never Demonstrate ROI

Last month, I presented our online marketing capabilities to a set of decision makers interested in working with us. They were skeptical of the impact SEO and content marketing could have on actual lead generation, and ultimately sales performance. I understand their skepticism. Sure, we have...

8 Key Google Changes B2B Marketers Need To Know In The New Year

January 5, 2016: In early December, Google dropped the “followers on Google+” social annotation for AdWords advertisers, as uncovered in an article from The SEM Post. This is announcement was just another indicator that B2B marketers can focus less on activity directly associated with Google+...

50+ Statistics Designed to Influence B2B Marketing Budgets in the New Year

December 8, 2015: It is that time in the year again. As we wind down 2015, marketing budgets and planning for the new year begin to take focus. Hopefully, the performance metrics associated with your organization’s marketing programs have yielded success and validation for tactics...

10 Reasons to Develop a B2B Blogging Strategy

With the end of the year rapidly approaching, and 2016 planning underway, business owners are assessing where they are with respect to B2B search engine marketing goals and objectives. Hopefully your organization is well ahead of performance benchmarks this year. One of the most effective...

New Posts